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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

sadness

How positively or negatively a person feels about an object is measured with ten, five-point items.  Unlike many, if not most, measures of affect, the items in this scale are full sentences rather than semantic differentials.  The sentences are easily modified for a variety of objects.

The scale is composed of six, nine-point uni-polar items that measure one’s expressed level of unfavorable feelings.  While the scale appears to be amenable for use in a wide variety of situations, it seems to be best suited for occasions in which respondents have experienced something that did not go as well as expected.

The degree to which a person feels responsible and sorry for a particular incident is measured with four, seven-point Likert-type items.

How a person reports feeling (affectively) is measured with six, nine-point semantic differentials.

The extent to which a person reports feeling sorry and blameworthy for something is measured with three, seven-point semantic-differentials.

Four, five-point unipolar items are used in this scale to measure one’s feelings of shame and remorse.

The degree to which a person felt bad at a point in time, with an emphasis on guilt, is measured with three, nine-point uni-polar items.

How ashamed and worthy of blame a person felt at some point in time is measured in the scale with five, seven-point uni-polar items.

A person's anticipation of experiencing guilt-related feelings if he/she engages in a certain action is measured with three items.

The degree to which a person feels sorry and personally responsible for something that has happened is measured with three, seven-point Likert-type items.